- [Narrator] Leave it to a bunch of those lawless designers
to dispel Sir Isaac Newton's law of motion,
an object at rest will stay at rest.
Well, he'd frankly not anticipated designers
adding motion stripes here and there or even being as brazen
as zooming in on an image or as demure as giving a gradient
the chore of delivering a gradual migration.
Let's cut to it. Designers are a pretty clever band.
And if a project calls for the static demonstration
of movement, there's no shortage of solutions
in their kit of tricks.
Spinning, leaping, flying, exploding, dashing,
and all the other ing-ings have been trotted out
time and again.
But of recent, we've seen logo designers taken to swinging.
Swingers as we've named them are those marks
that want to demonstrate motion but are tethered
to a principle or a core that signals stability.
I see these marks representing entities
pivoting from a previous position.
Possibly this hinged effect reinforces the idea
that stability and flexibility
are not exclusive of each other.
These marks using transparency convey a series of frames
in motion and they present an openness and clarity.
And all of these logos define space
through optical dimension.
Others in the genre may be drafted of a series
of opaque layers tethered at a spine
like the pages of a book.
In particular, these appear to have motion
because the designs are crafted from a series
of sequentially-stepped colors.
That ombre effect optically lends itself to appearing
as a series of stop-motion images.
Such as simple idea and one that may be unique
to the organization that exhibits this essence.
It helps us as a designer start to understand
the extreme range of tools at our ready to indicate motion
and the importance of selecting the type of motion
that best delivers.
So whether any of these logos appear to be swinging,
flapping, or waving in the breeze, none of the entities
they represent appear to be objects at rest.